Business to Business Sales:
3 Simple & Impactful Ways to Impress Customers

When it comes to business growth, everyone tends to get all caught up in the latest and greatest trends. We'll use catch phrases and euphemisms to describe our sales growth, and the value of customer accounts.

However, does it really need to be so complicated? Shouldn't it be simple, straightforward, and easy? What happened to employing some common sense? We all love to complicate things. We'll take the most basic and well understood principles, put a new spin on it, package it, and claim it to be our own. Well, the fact is, when it comes to growing your business, sometimes the simplest and most subtle approaches can make all the difference.

• Make it simple, straightforward, and manageable:

  For the time being, forget everything you've read about how to grow your business. We'll start with a fresh slate, and approach it from the most basic and simplistic angle. How does your business grow? Obviously, your business grows by growing your sales. Your company could do this by growing sales at existing customer accounts, or by getting new customers. While there is benefit to both, you simply can't have one without the other. In order to grow your business successfully, you must pursue every possible opportunity. The emphasis must start with your customers, and grow from that point forward. Now, we are not going down the road of following the proverbial "the customer is always right" doctrine. Rather, our intention is to take the basic principles of growing business, and refresh those approaches by using some common sense. It all amounts to impressing customers and keeping them coming back for more.

• Use discounts and surprise price reductions:

  Have you ever noticed how when you see a price for something you immediately recognize it as legitimate? For instance, when you go grocery shopping and purchase some fruit, do you ever try and negotiate the price with the clerk at the checkout line? Of course you wouldn't. Sure, you might have some coupons with you, but you would never entertain the thought of negotiating the price with a clerk. However, what happens when we are at the checkout counter and the clerk advises us that the item we are about to purchase is 50% off? We become pleasantly surprised and genuinely happy. This is because it simply wasn't expected. We didn't know about it, and didn't anticipate it. It's these instances that make the biggest impression on us. So, use this same approach with your customers. Periodically call them out of the blue, without any prior warning, and give them a price reduction or discount, without them having to ask. Don't be concerned with them getting spoiled and asking for it all the time. Also, don't offer the discount to those customers who are always demanding lower pricing. You make the decision when, and how much to reduce the price. You'll be pleasantly surprised at how much of an impression it makes with your customer. Keep diligent notes about your decreases for future reference. Customers love to feel that your company has their best interest in mind. There is simply no better way to show that than to save them money.

• Ask your customer to do a lecture at your company or be in your trade booth:

  When it comes to strengthening your customer relationships, nothing compares to having your customer come to your place of business for a visit. However, don't stop there. Ask your customer if they would be willing to do a lecture with your sales team on their knowledge of the market, industry, or products they sell. If they are not able to come to your location, they could easily join you at one of the trade shows your company attends. If your customer respects your position as a valued supplier, then they'll be more than happy to accept your invitation. They'll be impressed at the opportunity to show your people what they know. When they finish, present them with a gift or a token of your appreciation. These subtle little gestures make a world of difference. I have seen this approach double the order volume for customers overnight in some cases.

• Use your strongest customer relationships in new product development initiatives:

  Asking your customers to become an active participant in evaluating your new product is a great way to propel your relationship forward. In return for their assistance, your company could offer discounts or best pricing for their support. When you take the time to show your customer that your interest lies in getting them the best price and best option on new products, they'll come to see your company as ahead of the game. It shows that you trust their input and value their expertise.

  Taking the time to reward your customers for their loyalty should be an easy and straightforward proposition. Don't complicate how you service your best customers. Take the time to put together a list of how best to impress your customers. These three listed are a good start, but taking the time to add more to the list will help strengthen your business relationships. When it comes to growing your business to business sales, make it simple, and do what comes naturally.

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